The Exploration on The Effect of Brand Love on Brand Loyalty and Word-of-Mouth Through The

Perspective of Emotional Attachment

Presenter: Laura ChenAdvisor ： Hui-Chuan ShihJune. 24: 2013

1

IntroductionIntroduction

Literature ReviewLiterature Review

MethodologyMethodology

Contents

Background

Academic research on brand love or related

constructs has been substantial, finding it to be

associated with positive word of mouth and brand

loyalty.

(Batra, Ahuvia, & Richard, 2012)

Background

Understanding the relationships between

consumers and their brands has practical

relevance to marketers due to the significant

impact of this relationship on a company’s

profitability.

(Ismail & Spinelli, 2011)

Purpose

The purpose of this study is to expand the scope

of branding research by examining the

components of brand love and the relationship

between brand love, brand loyalty, and word-of

mouth.

Research Questions

1. How do brand love and emotional attachment build long-term relationship between customer and brand?

2. How do brand love affect word-of-mouth

through emotional attachment?

Gap

More research is needed to explore the

effect of brand love on different types of

brands.

Literature Review

A strong relationship includes love and

passion which defined as a richer, deeper,

more long-lasting feeling than simple

preference. (Fournier, 1998)

Literature Review

Brand love is defined as the degree of passionate emotional attachment that a person has for a particular trade name.

It involves an integration of the brand into the consumer’s sense of identity.

(Carroll, Barbara, & Aaron, 2006)

Literature Review

Brand loyalty is the degree to which the

consumer is committed to repurchase of the

brand. It is a key indicator of the

sustainability of a brand because being

loyalty to a brand decreases customer’s

desire to switch to another brand. (Oliver, 1999)

Literature Review

Attachment theory refers to an emotion

laden target specific bond between an individual and an object. (Bowlby, 1979)

A valid measure of emotional attachment should predict consumer’s commitment to the brand, or their loyalty to the brand.

(Thomson, 2005)

Literature Review

Word of mouth (WOM) is a process that

allows consumers to share information and

opinions that direct buyers toward and

away from specific products. (Hankinson, 2004)

Conceptual Framework

Brand loveEmotional

attachment

WOM

Brand loyalty

H1: Brand love will have a positive effect on brand loyalty.H1: Brand love will have a positive effect on brand loyalty.

H2: Brand love will have a positive effect on WOM.H2: Brand love will have a positive effect on WOM.

H3: Brand love will have a positive effect on brand loyalty through the mediating effect of emotional attachment. H3: Brand love will have a positive effect on brand loyalty through the mediating effect of emotional attachment.

H4: Brand love will have a positive effect on WOM through the mediating effect of emotional attachment.H4: Brand love will have a positive effect on WOM through the mediating effect of emotional attachment.

Data Collection

Data Collection

http://sideshowcollectors.com

Procedure

Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2

Pilot study with 30 users + Final survey to 450 users

Pilot study with 30 users + Final survey to 450 users

Response rate is expected to reach to 70%

Response rate is expected to reach to 70%

Measure the items by using a seven –point Likert-type scale

Measure the items by using a seven –point Likert-type scale

Instrument

Hot Toys is an awesome company. I feel connected to it.

I always buy Hot Toys’ figures.

I encourage friends and family to buy this brand.

Instrument

Instrument

Questionnaire

(Zhang, 2012)

Questionnaire

(Zhang, 2012)

Data Analysis

ValidityReliability

Path/Regression

analysis

AMOS 17.0

CFA Significance

THANK YOU!